A marketing programme must say "marketing" everywhere it describes itself
The requirementstatement
For a marketing campaign, the call to action, the message flow and the campaign description must each state that the messages are marketing or promotional.
- Severityseverity
- BlockingBLOCKINGBreaking this rule gets the submission rejected. There is no partial credit.
- When it bitesphase
- Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
- What is checkedobject
- consent disclosure text; campaign.message_flow; campaign.description
- Where it liveslayer
- Consent flowCONSENT_FLOW
- How Ekas settles itdetectability
- AI · crawlCRAWL
- Needs your live site or policy page fetched and read. Ekas crawls it the way a reviewer would.
- What the fix involvesfailureClass
- Fix the fieldRETRY_FIELD
- A better value in the form fixes it. Ekas can rewrite it and re-check.
- Who requires itauthorities
- TelnyxCTIA
- When it appliesapplicabilityText
- Applies when the use case is MARKETING, MIXED, SWEEPSTAKE and LOW_VOLUME.
Why this rule existsrationale
Reviewers compare the three, and a campaign registered as MARKETING whose consent language only mentions "updates" is either mislabelled or collecting consent too narrow for what it will send. Both readings get rejected, and the second is the one that actually happens: the CTA was written for a service programme and the marketing was added later.
How to fix itremediation
Put the word marketing or promotional into all three: the consent sentence on the surface, the message flow, and the campaign description. Fix the CTA first — the other two are fields you control, and a flow claiming marketing consent that the live page does not collect is the worse defect. Done when all three agree.
A compliant exampleexample
CTA: "…recurring automated marketing text messages from Acme Coffee." · Flow: "Customers opt in to marketing texts at checkout." · Description: "Acme Coffee sends weekly promotional offers…"
Common mistakespitfalls
- Adding the word to the two form fields and not to the live page is the version that fails hardest, because the mismatch now proves the consent is narrower than the registration.
Rules you will hit next
Other consent flow rules at the same severity. A registration is judged as a whole, not rule by rule.
CON-008The live CTA and the declared message flow must say the same thingBlockingBLOCKINGCON-010The three subscriber-management attributes must be declared trueBlockingBLOCKINGCON-013Subscriber attributes must agree with the message bodies suppliedBlockingBLOCKINGCON-023Evidence URLs must resolve without a loginBlockingBLOCKINGCON-024The opt-in URL must serve a certificate that verifiesBlockingBLOCKINGCON-027The opt-in URL must land on a page that carries the opt-inBlockingBLOCKING
CON-160 is one of 101 consent flow rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.